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E-ssential Message # 028: Hey, what's up with the arrowheads? At first, I wasn't going to write about the rebranding of the company. But, as more people asked about the new logo on the newsletter, worksheets and website, I realized that this is an excellent opportunity to help you get a better handle on what your own Essential Message is made of. So at this point you might be thinking, 'really, what do arrowheads have to do with my Essential Message?' Thanks for asking. The answer is 'plenty'. Arrowheads were made by different peoples all over the world, dating all the way back to prehistoric times. Like the flintknappers who carved them, you have to know what material works best for your Essential Message. Once you choose the raw material that has the best potential to yield an effective Essential Message, you chip away at it to rough out the shape, and continue to chip away at it as you refine and sharpen it. Then of course, you practice using it -- on your website, in your company brochure and on your business card; at networking events, presentations, and sales meetings; and in casual conversation with friends and people you meet in the line-up at your favorite coffee shop. In fact, arrowheads were just as vital to the livelihoods of the people who used them as your Essential Message is to yours. The best Essential Messages are like superbly crafted arrowheads in another way too -- they last a very long time. And like any archeological artifact, you have to brush away all the earth and debris to discover your Essential Message. It takes knowledge about where to look, a little luck, and certainly some perseverance. If you are a consultant, advisor, independent professional of an emerging company who is already successful at what you, chances are you already have a great Essential Message. My job is to be the expert archeologist to help you find it. So the next time you think about your Essential Message, either for yourself or your company, think about the arrowhead... and start getting better results from your differentiation, positioning and branding. Happy hunting,

FYI : If you're a consultant, advisor, independent professional or emerging company who is tired of pushing so hard to get sales – and you're ready to learn a better way to differentiate, position and brand yourself, we can help. As expert copywriters, we can help you get the clarity you need and the business you want. That's what the Essential Message is all about. For information about our workshops, coaching, copywriting and consulting services, or booking me to speak at your event, please call 416 534-4766 or link to www.EssentialMessage.com.

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